An after-sales service tracker for a home appliance brand

What is shaping electronics

Consumer electronics and appliance buyers research online, compare prices across channels and judge brands on after-sales service as much as on features.

• Purchase journeys blend online research and in-store demos
• E-commerce and modern retail compete on price and delivery
• After-sales service drives repeat purchase

A consumer appliances company, working in India, UAE & Saudi Arabia. Client identity is withheld to protect confidentiality.

Organisation

A consumer appliances company

Sector

Electronics

Team engaged

Market Research

Services

Offline data collection (CATI), Quantitative research, Data analytics & dashboards

Complaints about service visits for air conditioners, refrigerators and washing machines were rising, especially during summer peaks. The company could not see which service partners or regions were responsible, or which parts of the visit customers disliked most.

• Deliver on the brief: an after-sales service tracker for a home appliance brand.
• Understand the views, needs and behaviour of service customers a month.
• Produce results that can be compared across groups and locations.
• Set up a repeatable measure the client can track over time.

The work focused on 5,000 service customers a month.

• service customers a month5,000

Audiences we typically reach in electronics

Appliance and device buyersOwners and usersRetailers and sales staffE-commerce shoppersService technicians

Coverage: India, UAE & Saudi Arabia. Markets: India, United Arab Emirates and Saudi Arabia.

• India
• United Arab Emirates
• Saudi Arabia

A structured quantitative design, so results could be compared across groups, locations and time.

1. 1Brief
2. 2Post-service telephone survey
3. 3Driver analysis
4. 4Monthly dashboard
5. 5Insight

Our telephone team called customers within a few days of each service visit, asking about booking, technician punctuality, explanation of the fault, cost transparency, repair quality and overall satisfaction. Driver analysis identified what most influenced satisfaction, and results were shown on a dashboard by city, product and service partner.

Offline data collection (CATI)Quantitative researchData analytics & dashboards

service customers a month

5,000

• Telephone contacts were dialled from verified lists, with quotas tracked live by the field team.

• Telephone interviews were run from our CATI centre, with calls monitored for quality.

• Live call monitoring and recording review
• Call-back verification
• Logic and range checks on the final data
• Work carried out under our ISO 20252 quality procedures

• Cross-tabulation by key groups and locations
• Significance testing on the differences that mattered
• Driver analysis to find what most influences the outcome
• Interactive dashboard for ongoing tracking

• Missed appointment windows and unclear charges drove most dissatisfaction, not repair quality.

Customers judged the service experience as much on communication as on the repair itself.

• Build on the core insight: customers judged the service experience as much on communication as on the repair itself.
• Focus effort where the evidence was strongest: missed appointment windows and unclear charges drove most dissatisfaction, not repair quality.
• Re-measure after the changes to confirm the effect.

• The company introduced SMS updates with technician arrival times, transparent rate cards and partner scorecards linked to these measures, then tracked improvement month by month.

What changed in the business as a result of the work. Impact is described qualitatively.

• Insight report and management presentation
• Cleaned data file and data tables
• Interactive dashboard

• Continue the routine and review results every period.
• A natural follow-on question: which channel wins the final sale?